Despite being first to market, Amazon's Alexa-enabled lineup of smart speakers has until now had a major disadvantage compared to Google's Home products: It couldn't tell voices apart.

Now, as TechCrunchfirst noticed, this has been rectified. Echo users can finally create voice profiles.

Once you set up the new feature through the Alexa app, your Echo will be able to offer a personalized experience based on who's speaking.

For example, you can just say "Play my messages" without specifying who's talking (we sure hope the error margin on this is very low).

Other features include personalized music playlists for family members, Flash Briefings and Alexa-to-Alexa calls, as well as personalized shopping.

The feature should be rolling out in the coming days. Check out the instructions on how to set it up over on Amazon's help site.

In late September, Amazon refreshed its lineup of smart home devices with the new Echo, Echo Plus and Echo Spot, but Google soon followed with a ton of new smart home devices of its own. Now that Amazon has rolled out Voice Profiles, its lineup just became much more competitive.